Generics ace Lupin now eyes branded growth in US

Lupin, the largest Indian generics player in the US, is eyeing growth in the US market through its branded products. The company, which had revenues of over Rs 3,700 crore in 2009-10, is planning to launch its fourth brand, AllerNaze, a nasal spray, next month that will make it the only Indian company in the US to have four branded products, reports Sachin Kumar.

Lupin, the largest Indian generics player in the US, is eyeing growth in the US market through its branded products. The company, which had revenues of over Rs 3,700 crore in 2009-10, is planning to launch its fourth brand, AllerNaze, a nasal spray, next month that will make it the only Indian company in the US to have four branded products.

“AllerNaze will be rolled out in August of this year, and the company has been adding on to its sales force to gear up for the launch,” said a senior official, on condition of anonymity.

Lupin has scaled up its sales force three-fold to 170 representatives in the US in the last one year, to promote its branded products. Its US business contributes about 40 per cent to its overall revenues and brands in the US contribute around 37 per cent of its US sales, which stand over $350 million (Rs 1,600 crore).

Stability in revenue is the prime reason behind increasing the branded products business. “The branded portfolio enables the company to mitigate volatility in earnings,” explained the official.